PizzaExpress Closures: Digital Marketing Lessons for SMEs

3,047 F&B businesses shut down in Singapore in 2024—the highest figure in nearly two decades. That’s the backdrop to PizzaExpress scaling back to just two outlets here after closing its Millenia Walk and Scotts Square locations at the end of 2025.

If a global chain with a recognisable brand and a decade in Singapore can’t keep every outlet alive, the lesson for local SMEs isn’t “don’t open stores.” It’s this: your physical footprint can’t be your only growth plan. When footfall dips, rents climb, or a location underperforms, a strong digital engine becomes the thing that keeps demand steady.

This post is part of our Singapore SME Digital Marketing series, and I’m going to use PizzaExpress’s downsizing as a practical case study. Not to gawk at closures—but to pull out specific, usable tactics that help SMEs stay profitable in a market that’s clearly not forgiving.

What PizzaExpress’s downsizing tells us about Singapore F&B

Answer first: The PizzaExpress closure is less about pizza and more about unit economics under pressure—and it’s a warning that brand recognition doesn’t replace local relevance.

According to the report, PizzaExpress shuttered two outlets (Millenia Walk and Scotts Square) and is now operating only at Duo Galleria (Bugis) and The Star Vista. Millenia Walk was also its newest, opened in Jan 2025 and closed less than a year later.

This matters because it shows how quickly a location can go from “promising expansion” to “cut loss.” It also lines up with wider industry strain: 82% of F&B closures from Jan–Oct 2025 were reported to be unprofitable, and big names like Prive Group and Kith Café have also scaled back.

Here’s the stance I’ll take: Singapore’s F&B market doesn’t reward “good enough marketing.” It rewards operators who can track demand, react fast, and build repeat purchase outside of walk-ins.

The pattern behind many closures: demand isn’t predictable anymore

Answer first: Consumer behaviour has fragmented—people still eat out, but discovery and decision-making now happen on search, social, and delivery apps.

In 2026, customers don’t “just pass by and decide.” They:

• Search “pizza near Bugis” while already on the MRT
• Check Google reviews and photos
• Watch a 10-second TikTok before choosing the “viral” option
• Compare delivery promos on GrabFood/Foodpanda

If your marketing system can’t show up in those moments, you’re relying on hope. Hope doesn’t pay rent.

The real risk for SMEs: marketing that can’t survive a bad location

Answer first: The biggest F&B marketing risk in Singapore is building growth around a single channel—usually footfall—without a measurable, repeatable acquisition system.

Many SMEs think “digital marketing” means posting occasionally on Instagram. That’s not a system; it’s a habit.

A system has three traits:

1. Measurable: you know where leads/orders come from.
2. Repeatable: you can increase spend or effort and predict output.
3. Localised: it fits the neighbourhood and audience intent.

When PizzaExpress closed two outlets, the two remaining stores can still capture demand if their digital presence is strong in the areas they’re still serving. For SMEs, the goal is similar: make sure your demand isn’t tied to one address.

A simple diagnostic: “Would people still buy if you moved?”

Answer first: If you can’t confidently say yes, you need to fix your digital foundations.

Ask yourself:

• Do you rank on Google for “[your cuisine] near me” in your target area?
• Do you have an email/WhatsApp list you can message without paying for ads?
• Can you track which campaigns create orders, not just likes?

If the answer is mostly no, you’re exposed—especially going into a year where many landlords and suppliers aren’t getting cheaper.

The digital marketing playbook to stay resilient (even with fewer outlets)

Answer first: SMEs stay competitive by combining local search visibility, retention marketing, and performance content—then measuring everything.

Below is a practical playbook you can implement without needing a big team.

1) Win “near me” demand with local SEO (not just social)

Answer first: For most SMEs, Google Business Profile is the highest-ROI digital asset because it captures customers with immediate purchase intent.

Do these basics consistently:

• Update Google Business Profile weekly (photos, posts, menu highlights)
• Use specific categories (e.g., “Neapolitan restaurant” vs just “Restaurant”)
• Upload real outlet photos: storefront, seating, bestsellers, lunch sets
• Add menu items with prices (it reduces bounce)
• Collect reviews every week (aim for a steady stream, not bursts)

Snippet-worthy rule: If you’re not visible on Google Maps, you’re invisible at the exact moment people are ready to buy.

2) Build a repeat customer engine (because acquisition is expensive)

Answer first: The cheapest sale is the second sale. Retention is where many Singapore SMEs leave money on the table.

Practical retention stack for F&B/retail:

• WhatsApp broadcast list for VIPs (weekly, value-driven, not spam)
• Email for longer promos and storytelling (monthly is fine)
• Simple loyalty mechanic (stamp card, points, birthday freebie)

What works in Singapore: short, clear offers tied to real behaviour.

Examples you can copy:

• “Show this WhatsApp message for a free side on weekdays 3–6pm.”
• “Bring a friend: both get 10% off (Mon–Thu only).”
• “Birthday month: free dessert with mains.”

This is how you reduce dependence on walk-in traffic.

3) Run hyper-local ads with guardrails (so you don’t burn cash)

Answer first: Paid ads work when the targeting is tight and the conversion path is short.

For SMEs, start with:

• Radius targeting (1–3km around the outlet)
• Time-based messaging (lunch, after-work, weekend family)
• One clear call-to-action (reserve, order delivery, claim set meal)

Guardrails I’ve found keep spend sane:

• Don’t run “brand awareness” ads first. Run offer + location + proof.
• Use click-to-WhatsApp or reservation links so you can track leads.
• Refresh creatives every 2–3 weeks. Ad fatigue is real in Singapore.

If you’re an SME owner, you don’t need fancy funnels. You need clean tracking and fast iteration.

4) Turn content into conversion (not content for content’s sake)

Answer first: The content that converts is specific: price, portion, proof, and place.

Instead of generic posts (“New menu!”), publish:

• A 15-second video showing the full meal + price + location landmark
• Customer review screenshots (with permission) turned into short reels
• “Behind the counter” clips that build trust (hygiene, prep, freshness)

Content formats that perform well for Singapore F&B:

• “$12 lunch set in Bugis (portion check)”
• “What $25 gets you at our place (2 pax)”
• “Quiet cafe near [MRT] for meetings (weekday mornings)”

This is localised marketing: you’re not selling “pizza,” you’re selling a clear decision.

What SMEs can learn specifically from PizzaExpress’s two remaining stores

Answer first: When outlets reduce, marketing needs to get sharper: defend the remaining trade areas, consolidate demand, and communicate clearly.

PizzaExpress’s remaining outlets (Duo Galleria and Star Vista) sit in areas with different patterns:

• Bugis/Duo: office crowds + shopping + events
• Star Vista: neighbourhood + families + transit + mall traffic

A smart digital approach would run two distinct playbooks:

1. Two separate local SEO strategies (photos, reviews, menu highlights tailored to each crowd)
2. Area-specific offers (weekday office lunch vs weekend family bundles)
3. Retargeting to people who visited the website or engaged on social

For SMEs with one or two outlets, the same logic applies: stop marketing like you’re “for everyone.” Market like you’re for this neighbourhood and this occasion.

People also ask: “Do closures mean digital marketing failed?”

Answer first: Not necessarily. Closures are usually about profitability per outlet, but strong digital marketing can reduce the odds you’ll be forced into a retreat.

A brand can have solid marketing and still close outlets due to rent, staffing costs, debt, or a bad lease. But here’s what’s true for SMEs: weak digital marketing removes your ability to fight back—you can’t boost demand quickly, and you can’t measure what’s working.

A practical 30-day plan for Singapore SMEs (start here)

Answer first: You can materially improve demand in 30 days by tightening local visibility, improving conversion, and launching one retention channel.

Week 1: Fix your “findability”

• Update Google Business Profile (categories, hours, menu, photos)
• Add 10 new photos (real, not stock)
• Ask 15 customers for reviews (spread across the week)

Week 2: Fix your “decidability”

• Rewrite your bio/description: cuisine + price range + closest MRT
• Build a simple landing page or link page: menu, map, reservation, delivery
• Add 3 short videos showing portions and prices

Week 3: Launch one paid campaign

• $10–$30/day, 1–3km radius
• One offer, one audience, one CTA
• Track with UTM links and WhatsApp/reservation enquiries

Week 4: Launch retention

• Start WhatsApp list sign-ups at the cashier (“Get weekday deals”)
• Send 1 broadcast per week with a time-bound offer
• Measure repeat redemptions, not just sign-ups

If you do only this, you’ll already be ahead of a large chunk of the market.

What to do next if you want a more resilient business in 2026

PizzaExpress downsizing in Singapore is a visible headline, but the underlying story is familiar: high costs, unpredictable traffic, and customers who decide online before they arrive. For SMEs, the response isn’t panic—it’s building a marketing system that survives a tough month and scales in a good one.

If you’re running an F&B, retail, or service business, make one commitment this quarter: stop treating digital marketing as posting, and start treating it as performance. Track leads, track repeat purchases, and double down on what actually sells.

Where do you feel most exposed right now—Google visibility, paid ads efficiency, or repeat customers? That answer usually tells you what to fix first.